Sky's innovative campaign, in partnering with Permutive, has enabled them to leverage first-party data effectively, mitigating the future risks associated with a cookieless environment.
The study conducted by Sky and Permutive revealed that modelled publisher cohorts not only reach a wider audience but also maintain effectiveness in targeting despite the absence of third-party cookies.
By shifting to Permutive’s edge technology, Sky demonstrated a proactive approach that allows access to targeted audiences across the open web without bias from traditional cookie-based models.
Sky’s commitment to redefining media buying through technological adaptation illustrates forward-thinking strategies that optimize advertising effectiveness amidst changing digital landscapes.
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